This is a very comprehensive look at the current state of measurement in event marketing from an old firend and colleague, Pat McClellan, formerly head of the SF office for Jack Morton Worldwide and now the CSO for the Opus Agency.

What is significant here is his integration of and perspective on Customer Experience Management (CXM) in terms of the measurement discussion. The argument goes like this – customer experience is the essence of the brand. A successful/positive experience fills the pipeline in a way that nothing else can.

And the punch line?:

“…Guess who owns some of the most immersive and powerful touchpoints in the whole Customer Experience landscape? Event Marketers.”